Her degrees in zoology and animal behaviour formed the bases for her scientific research training. Indeed, when she made the transition to marketing, she carried the habit and love of observation with her. She maintains that this is also why observation is still her favourite research method, a method on the rise since the emergence of the digital culture.

The Creative Analytics module is not about the debate and paradox between creativity and analytics as is often portrayed in popular media.

Creativity is a crucial element in marketing analytics. We don't have to think of it as either the creative route or the analytical route; the two work hand in hand. So in order to make analytics work to achieve your goals, you'll need to seek out a creative approach to gather relevant information, organize data, develop the research model, interpret the results, and to finally come up with the implementation plan. At every step of the way, managers need to be creative in finding the best research tools and making decisions in prioritizing these tactics (as analytics often involve compromise).

While the statistical process itself can also be really creative, the Creative Analytics course really emphasises the managerial decisions taken along the way. It's basically an analytics course (almost) without statistics...